At the time of my appointment as Global Creative Director/Head of Design at Scenic they had started to undergo a brand refresh but had unfortunately had a bust up with the design agency. My role was to step in a continue to develop the brand style across all collateral, pos, posters, brochures, DM, flyers, stationary, boarding documentation and eventually establish the brand guidelines for all global offices. This consisted of colours, fonts, logos, brand values, brand voice & language, imagery guidelines and best practices.

The launch piece for Scenic Eclipse was to be like nothing before seen in this industry.

My brief to myself was - to Eclipse everything before it.

This large oversized A3 brochure was to intrigue, provoke and question the consumer and trade to find out more. It was aimed to dazzle and entice the new horizons that this luxury discovery yacht could take you.

Go above, below and beyond in this James Bond style yacht that was targeted to the elitists.

Branding An Australian Icon - Karratha

There is a positive story to be told about City of Karratha both to its own communities and externally to potential residents, investors and visitors.

There are a number of great programs, initiatives, and infrastructure works already in place that contribute to place branding but the they seem to be, at times, working as independent projects.

In order to change perceptions and for potential residents, investors and visitors to buy into all that City of Karratha offers more specifically ‘own’ it as their place, we need to create a sense of place, of pride that starts from the ground up.

People are a City's best assets to build advocacy and tell the story of ‘their’ place.

We developed an amplification strategy to position City of Karratha as a place to live, do business and visit.

As Scenic creative director my role was to lead the brand redesign.

Being the designer and guardian, I worked closely with the internal design team at Scenic to design, develop and maintain a consistent look and feel across all mediums.

The role of the website was to enhance the Scenic experience by making it easy to navigate and take the consumer on the journey - inevitably leaving them with no option but to book their own trip of a lifetime.

Most travellers decide on a destination - our website encourages consumers to take the Scenic route. That way they know exactly what they are getting - which is an all-inclusive luxury holiday.

Establishing a unique selling proposition in a cluttered market isn't easy especially when everyone's offering is very same same. 

A Scenic River Cruise is different because it is the only company that is All-Inclusive luxury travel, meaning that when you don't even need to bring your wallet with you on holidays as everything is paid for up front.

A 90sec TVC was created to get across our unique USP's and this was later broken down into 3 x 30sec TVC's and 6 x 15sec TVC's.

With the new re brand we have established Scenic as the leading luxury travel brand for others to follow with strong graphic design and visual imagery. This is most evident on our brochure cover designs that are unique and very different for the category.

The Scenic brand value of 'wonder' is captured on every cover.

These brochures range from 250pages to 100pages in size.

#MYKARRATHA - Here is where it all starts…

Why it works.

Functional Appeal - City of Karratha has created a solid base outside of mining. It has state of the art infrastructure and facilities, a community that is supportive, natural wonders and the platform for tourism product development.

Emotional Appeal - It evokes a notion of civic pride, of ownership and responsibility. When people are invested in something that is ‘theirs’ they will back it even when the chips are down. This is very much the case for football teams. Once the loyalty is created, the bond is hard to break.

Our strategy was to create awareness, identity and reputation through marketing to our three key pillars - Tourism (the place/blue), Community (the experience/yellow) and Business (the opportunity/orange).

Scenic Eclipse is the new horizon for the company as it ventures into ocean cruising for the first time. A magnificent discovery yacht that will revolutionise luxury ocean cruising forever.

Our brochure designs again needed to fit in with the new brand direction as well as capture our unique difference of being able to venture - above, below and beyond in the submarines, helicopters, zodiacs, scuba gear and jet skis.

During the process of getting sales, new ships are being designed, developed and built.

Like larger construction builds, sales are sold off the plan or through brochures well before and during construction takes place. So the creative challenge we have is to bring the concept to life through CGI images to convey the final realisation.

CGI images also allow you to show off the interior spaces in their best light as you don't have the restrictions that photographing and lighting rooms possess. 

Viking Cruises Come to Australia

The Viking Cruises company itinerary had announced that Australia was now part of its World destination and wanted to create some brand interest around the event of the first ship arriving in Sydney port.

We took a visual approach the branded Viking in a bold way in Outdoor billboards, magazine DPS and press FP ads. We created with a invitation for people to come and take a tour of the new ship.

In line with this campaign we launched the Viking Explorer’s Sale event with more posters for travel agents and some press and online ads. An X graphic was designed for the Explorer’s Sale to follow on from the initial brand campaign.

2017 saw us consolidate our new brand direction and style with vibrant and colourful graphic brochure covers that intrigue and entice the consumer.

The Scenic offering is uniquely different from everything else out in the market place and we strive to reflect this in everything we do.

There’s More to Indonesia Than Bali

Make consumers aware that Indonesia is a vibrant country with a range of different experiences to suit every traveller (historical, cultural, culinary, adventure, trekking, surfing, diving, idyllic beaches and resorts).

Indonesia is at our doorstep. Get the consumer excited about what the rest of Indonesia has to offer with an awareness advertising campaign.

The support is - Trekking - Tumbang Gagu-Kalimantan, Kerinci National Park-Sumatra. Wildlife - Bukit Lawang-Sumatra. Idyllic beaches - Mentawai Island-Sumatra, Weh Island-Aceh, Gili Island-Lombok. Diving - Manado-Sulawesi, Weh Island-Aceh. Culture - everywhere. Historical - Boroburdur-Java. Culinary - Padang-Sumatra. Surfing - Mentawai Islands-Sumatra, Mangudda Island-Sumba. Shopping - Bandung-Java. Friendly people - everywhere.

Indonesia is at our doorstep. And Bali is the gateway to Indonesia. For too long people have stood at the doorstep of Indonesia but never been invited in to see what else is on offer. Our strategy is simply to invite them IN through the front door.

The travel industry is highly competitive and pricing varies and changes constantly so flyers are used extensively to give loyal customers offers. Scenic have a 40,000+ loyal database called Scenic Club where individuals are categorised into different levels - Emerald, Gold, Platinum and Diamond memberships depending on the number of vacations you've taken with the company. A quarterly newsletter is also produced called the Wonder Magazine - again filled with amazing destination ideas as well as exclusive member offers and discounts.

A colleague of mine went to Villa Sungai and couldn't stop raving about - so I had to go and visit myself. What an experience, what a holiday, my wife and I had an amazing time - it was like a second honeymoon.

On returning I was so inspired by the place I decided to write some ads and design some work for them and managed to meet Pamela (the owner) in Sydney.

That holiday changed my life, they made us feel like royalty and we have been back numerous times since.

Villa Sungai is one of the worlds most awarded destinations winning the Luxury Travel's GOLD LIST as 'Best Overseas Boutique Property, Villa or Lodge' in 2010, 2011 and then again in 2013.

Amongst the Top Ten properties that year were Vila d'Este at Lake Como, Italy and the New Zealand lodges: Huka, Blanket Bay, Kauri Cliffs and Matakauri.

Hence it really is - The Jewel in the Crown.

Scenic Eclipse is the jewel in the crown of the Scenic brand. Being heavily involved in the conceptual, visualisation and branding of the luxury discovery yacht was a delight and a highlight of my time at Scenic.

Bringing something so special to life through the wizardry of CGI images and 3D animation - in the hope to reflect its true experience.

The website was to be a key selling tool for Scenic Eclipse as NO advertising or marketing spend had been allocated.

To date the sales targets are well above estimated forecasts.

A series of mini brochures to highlight the unique offering Scenic has throughout Europe. In these brochures we focussed on capturing the wonder of the destinations themselves on the cover.

During my stint at Scenic there were many opportunities to pick up a camera and take some travel images that we could use in our many brochures we produced. 

My work saw me visit, Vietnam, Cambodia and Myanmar in Asia. Austria, Germany, Hungary, France and Belgium in Europe with global office visits to Boston and London.

Attached are some images from my Asia trips.

Creating some nice flyers and press ads for Villa Sungai was pretty easy after experiencing their offering first hand.

We feel like part of the Sungai family having been so many times. Made, Bumi, Trisna and the team are such genuine people and grateful for helping make their small village of Cepaka an amazing holiday destination.

It makes working for them such a pleasure.